Responses by Eddie Benson, strategist, Active Theory
Background: The Corazón film site is designed to promote the film and its key message: the importance of organ donation. Built for a wide audience, the site allows users to watch the film before directly engaging with the film’s heroine, Elena, through a digital experience that sees users hold their mobile phones to their heart to bring her to life. This experience finishes with a form encouraging users to sign up and become an organ donor.
Highlights: The site’s core features revolve around its objectives of promoting the film, the Give Your Heart experience and Montefiore hospital. The site is designed as a fullscreen app with smooth transitions that allow users to seamlessly explore the film and the Give Your Heart experience as well as learn more about Montefiore Hospital and its cause.
Challenges: Given that it was part of an integrated experience with New York–based creative collective JohnxHannes, and existed at the film premiere, on a massively accessible billboard at Times Square and on the website, we had to account for a range of different user journeys and contexts, which was both a creative and technical challenge.
Favorite details: The Give Your Heart experience. Leading directly after the film, users were about to have an intimate one-to-one experience with Elena, bringing her to life with their own heartbeats, as detected by the accelerometer in their mobile phones.
Navigational structure: We needed to make sure users received information in a logical order. By starting with the film and leading straight into the Give Your Heart experience, we were able to capture that emotional moment of users finishing the film, and then encouraging them to register to become organ donors.
Anything new: Using the phone’s accelerometer to take a heartbeat reading was a new experience for us. We are excited to explore other creative ways to use technology.